MAM

IPL forces Star Plus & Zee TV to unite in common ad

MUMBAI: The rising popularity of the Indian Premier League (IPL) has forced the two arch rivals, Star Plus and Zee TV, to join hands.
 
In a common ad released on the front page of The Economic Times, the two channels jointly screamed that the “top Hindi serials outperform IPL.”
 
Using cricketing terms, the ad said the IPL was caught and bowled by Bidaai, Star Plus‘ top-rated show. Protecting Zee TV‘s turf, the ad also announced Pavitra Rishta (most-watched show for the channel) to have got IPL LBW (leg before wicket).


Quoting Tam data from week 11-14, the front page ad claimed the top four Hindi GEC shows – Bidaai, Yeh Rishta (Star Plus), Balika Vadhu (Colors) and Pavitra Rishta (Zee TV) - to have garnered more eyeballs than the IPL. 
 
“IPL match average remains lower than that of top four Hindi general entertainment shows (30-minute average ratings),” the ad said. The ad sources Tam data for C&S 4+, Hindi-speaking market.


While IPL scores a TVR of 5 for week 11-14, Bidaai is ahead at 5.9 TVR, Yeh Rishta at 5.8 TVR, Balika Vadhu at 5.4 TVR and Pavitra Rishta at 5.3 TVR.


"When India‘s favourite cricketers were battling it out on the field, more Indians were following Sadhana in Bidaai or one of their favourite characters on Hindi general entertainment channels. Clearly, it‘s not just cricketers who have millions of fans following them," the ad communicated.


The third edition of the IPL, running for 45 days on primetime television in India, is likely to net an advertising revenue of Rs 7.5 billion.


Clearly, Hindi GECs don‘t want ad monies to migrate from them to Max, the official broadcaster of the IPL from the Multi Screen Media (formerly Sony Entertainment Television India) stable.

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